Social video ad ranks as PointRoll’s best performing rich media unit of the year
NEW YORK – Alloy Media + Marketing, one of the country’s largest providers of media and marketing programs reaching targeted consumer segments, has been awarded a PointRoll “Beanie Award” for the Pentel “Hyper-G Smoothest Line” campaign. The rich media campaign was a top performer for the month of October and garnered the highest interaction rate for any dynamic ad served through PointRoll’s innovative technology this year. Pentel partnered with Alloy Media + Marketing for a comprehensive back to school campaign, utilizing Alloy’s leading youth targeted online advertising network, TEEN.com, to promote its new line of eco-friendly Hyper-G pens to the college market.
The Pentel ad was designed and produced by Alloy and served by PointRoll, which powers 90 billion rich media impressions worldwide annually. Upon rollover, the ad unit expanded, streamed a collection of smooth and irreverent pickup lines by college students and invited users to submit their own “Smoothest Line” video at www.yoursmoothestline.com for a chance to win a national sweepstakes. According to PointRoll metrics, the Pentel ad unit performed at an interaction rate 284% greater than average.
Alloy’s interactive campaign for Pentel also included an on-campus experiential component on 37 college campuses, which captured students’ “Smoothest Line” videos and posted them to a dedicated Pentel contest microsite. In addition, the campaign was promoted in college newspapers, on campus posters and through on-location brand buzz squads.
“We wanted to introduce college consumers to our new Hyper-G pen in a unique way that would get them talking about us and connect them to our product with a fun and interactive experience,” commented Marty Furman, Chief Operating Officer at Pentel. “Alloy created an exciting program that delivered on that by placing us in the right environments, directly in front of students, and we are thrilled with the incredible response and recognition the campaign has received.”
Selected from over 800 campaigns each month, Beanie Award winners are part of an elite group and represent the most outstanding use of rich media technology through exceptional design and customized, digital technologies, which measurably increase conversions and brand awareness. Less than one percent of all PointRoll campaigns are recognized with a Beanie Award.
Ken Graffeo, COO for PointRoll commented, “We’re pleased to present Alloy with a Beanie Award, representing the best-of-breed in dynamic rich media advertising. They have earned this recognition for an impressive campaign that delivered on creativity and generated tremendous click-through rates.”
Jamie Elden, VP, Interactive for Alloy Media + Marketing commented, “The Pentel program hit the mark by giving young consumers a voice and engaging them across their preferred social spaces. We are extremely proud of this campaign and thrilled to receive this honor from PointRoll. This achievement is testament to the targeting capabilities of TEEN.com and the ability of our team to achieve superior return on investment for our clients.”
TEEN.com is a distributed media content and ad network reaching an audience of over 22 Million young consumers and includes proprietary web properties www.alloy.com, www.delias.com, www.gURL.com and www.channelone.com, among others, along with select partners representing the best of social web innovators. The network offers the highest concentration of millennials available online, with premium content and highly targeted and scalable advertising programs connecting brands with the coveted youth consumer.
About Alloy Media + Marketing
Alloy Media + Marketing (AM+M) (NASDAQ: ALOY) is one of the country’s largest providers of media and marketing programs reaching targeted consumer segments. Alloy manages a diverse array of assets and services in interactive, display, direct mail, content production and educational programming. Alloy works with over 1,500 companies including half of the Fortune 200. For further information regarding Alloy, please visit our corporate website at www.alloymarketing.com.
